Wei Wu ᱨᱮᱱᱟᱜ Da Ya Li ᱨᱮᱥᱴᱩᱨᱮᱱᱴ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱵᱷᱤᱛᱨᱤ ᱡᱟᱭᱜᱟ ᱟᱨ ᱯᱨᱚᱫᱟᱨᱥᱚᱱᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2021 A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱥᱳᱱᱟᱵᱷᱤᱛᱨᱤ· 2021
Da Ya Li ᱨᱮᱥᱴᱩᱨᱮᱱᱴ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ
Wei Wu ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Beijing Da Ya Li Catering Co., Ltd.
ᱵᱷᱤᱛᱨᱤ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#111709 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Da Ya Li ᱨᱮᱥᱴᱩᱨᱮᱱᱴ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱫᱟ ᱭᱟ ᱞᱤ ᱫᱚ ᱪᱤᱱ ᱨᱮᱭᱟᱜ ᱪᱮᱝᱫᱩ ᱱᱟᱜᱟᱨ ᱨᱮ ᱢᱮᱱᱟᱜ ᱢᱤᱫ ᱨᱚᱥᱴ ᱜᱮᱰᱮ ᱡᱚᱢᱟᱜ ᱚᱲᱟᱜ (ᱨᱮᱥᱴᱩᱨᱮᱱᱴ) ᱨᱮᱭᱟᱜ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ᱾ ᱛᱟᱞᱟ ᱨᱮᱭᱟᱜ ᱢᱩᱬᱩᱛ ᱡᱤᱱᱤᱥ ᱫᱚ ᱵᱮᱛ (ᱨᱟᱴᱟᱱ) ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱢᱤᱫ ᱟᱨᱟᱜ ᱫᱟᱨᱮ ᱚᱲᱟᱜ ᱠᱟᱱᱟ᱾ ᱢᱤᱫ ᱠᱟᱹᱢᱤ ᱡᱟᱭᱜᱟ ᱨᱮ ᱯᱨᱟᱭ ᱕᱐,᱐᱐᱐ ᱵᱮᱛ ᱴᱩᱠᱽᱲᱟ ᱠᱚ ᱡᱚᱞᱚ ᱟᱨ ᱥᱯᱨᱮ ᱛᱮ ᱨᱚᱝ ᱮᱱᱟ, ᱚᱱᱟ ᱛᱟᱭᱚᱢ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱮᱛᱚᱢ ᱪᱮᱛᱟᱱ ᱨᱮ ᱢᱤᱫ ᱢᱤᱫ ᱛᱮ ᱠᱚ ᱞᱟᱴᱷᱟ ᱮᱱᱟ᱾ ᱛᱮᱸᱡ ᱟᱠᱟᱱ ᱱᱟᱠᱥᱟ ᱫᱚ ᱥᱤᱲᱤ ᱵᱚᱞᱚᱱ ᱫᱩᱣᱟᱹᱨ ᱠᱷᱚᱱ ᱨᱟᱠᱟᱵ ᱠᱟᱛᱮ ᱫᱩᱲᱩᱵ ᱡᱟᱭᱜᱟ ᱦᱟᱹᱵᱤᱡ ᱯᱟᱥᱱᱟᱣ ᱟᱠᱟᱱᱟ᱾ ᱟᱨᱟᱜ ᱨᱚᱝ ᱫᱚ ᱪᱤᱱ ᱨᱮᱭᱟᱜ ᱨᱟᱡᱽ ᱚᱲᱟᱜ ᱛᱮᱭᱟᱨ ᱟᱨ ᱥᱤᱪᱩᱣᱟᱱ ᱡᱚᱢᱟᱜ ᱨᱮᱭᱟᱜ ᱢᱟᱹᱨᱤᱪ ᱥᱚᱦᱟᱫ ᱩᱭᱦᱟᱹᱨ ᱚᱪᱚᱭᱟ᱾ ᱫᱷᱩᱸᱣᱟᱹ ᱦᱮᱸᱫᱮ ᱨᱚᱝ ᱨᱮᱭᱟᱜ ᱢᱟᱨᱮ ᱤᱴᱟᱹ ᱠᱟᱸᱛᱷ ᱟᱨ ᱚᱛ ᱨᱮᱭᱟᱜ ᱴᱟᱭᱤᱞ ᱠᱚ ᱞᱚᱞᱚ ᱟᱨᱟᱜ ᱨᱚᱝ ᱥᱚᱢᱟᱱ ᱫᱚᱦᱚᱭᱟ᱾ ᱵᱮᱯᱟᱨ ᱞᱟᱹᱠᱛᱤ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱫᱷᱟᱛᱩ ᱡᱟᱹᱞᱤ ᱛᱮ ᱡᱟᱭᱜᱟ ᱦᱟᱹᱴᱤᱧ ᱟᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Da Ya Li ᱨᱮᱥᱴᱩᱨᱮᱱᱴ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱟᱨ ᱥᱩᱱᱫᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Da Ya Li ᱨᱮᱥᱴᱩᱨᱮᱱᱴ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- The super symbol of this brand - the tree house, is like a childhood dream, which represents people's pursuit of the heart of child. The rattans has built undulating shapes, weaving a beautiful vision in the infinite tenderness and evoking the most rustic and authentic memory of the diners .
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- We set the lines of red rattan according to the drawings on site, and made the base of the keel. 50,000 rattans were uniformly polished and spray-painted in the workshop, and then were attached one by one to the base of the keel, then we adjusted and modified and painted finally. It’s majestic, the metal grille separates the space and meets the commercial needs, it properly connects every dimension of the space by its hotizontal, vertical lines with rich layers without losing the whole.
- ᱴᱮᱜ ᱠᱚ
- Da Ya Li, Wei Wu, Shi Yunfeng, Roast Duck, Chengdu Restaurant
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The most highlighted part is the tree house made of rattan. Like other raw materials as bricks and wood, the solid weave pattern slowly rises from the entrance of the staircase and eventually extends to the seats. The cool smoky black antique brick walls and floor tiles reduce the restlessness and anxiety brought by the warm red, achieving a delicate balance between color and material temperature. Materials, colors, and craftsmanship are intrinsically connected with the super symbol tree house. For example, the rattan for wall decoration, the rattan for tree house, and the rattan for door panels are the same one with different handling methods.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- We had 2 challenges. This roast duck restaurant brand - Da Ya Li, has been in the catering market for over two decades. The first challenge was aging problem of an old brand, and the other challenge was how to better integrate into the local Sichuan culture as a Beijing cuisine. How to maintain the endless vitality of an old brand is a great challenge, but in this project, the designer is facing both challenges of brand image upgrading and integrating into the local culture.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- Research background: Commercial space.
Research object:20-year old restaurant chain brand .
Research purpose: We had 2 challenges. This roast duck restaurant brand - Da Ya Li, has been in the catering market for over two decades. The first challenge was aging problem of an old brand, and the other challenge was how to better integrate into the local Sichuan culture as a Beijing cuisine.
Method: Feel the image of "visual symbols" in the space, a "subversive" spatial processing technique.
Commercial value: To realize two values, one is communication value, so that consumers have a topical communication carrier, and the other is the ability to form a brand visualization symbol to strengthen and deepen the brand experience. - ᱯᱨᱮᱨᱚᱱᱟ
- The red color is a symbol of solemn Chinese royal architecture, and it is also the typical sign of peppery taste in Sichuan cuisine. This color is presented in this project with a visually striking image, which evokes taste memory and recalls national culture at the same time.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in June 2019 in Chengdu and finished in September 2019 in Chengdu.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- To feel the image of "visual symbol" in the space, two values must be realized. One is to spread the value, customers have a topical communication carrier , and the other is to be able to form a brand visual symbol, strengthen and deepen the experience of the brand. The core visual focus of the space is the red tree house. This super-symbol image can form a memory point for a brand, and create better spreading effect, so that the local has a new understanding of Beijing cuisine.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Wei Wu, Jia Qifeng, Liu Chenyang, Jia Chenjuan, Jin Shengxu, Ying Zheguang
- ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- All Images
Photography: Shi Yunfeng
Project planning: Lele Brand Strategy
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
